Building scenarios of digital television adoption: a pilot study

This study applies a multidisciplinary approach to build scenarios on both digital television (DTV) adoption and use of T-government services by citizens. Usability and socio-economic aspects were investigated earlier by an Italian pilot study. Dataset derived from this study was later analysed using the UTAUT (Unified Theory of Acceptance and Use of Technology) model in order to identify those factors affecting the usage as statistically reliable variables for the next step. In fact, a micro-simulation model on the diffusion of DTV and T-government services was built in order to better understand the user behaviour at various stages in the adoption course of this new digital technology. Microsimulation is also capable of predicting the consequences of certain policies at different levels (i.e. business and governmental). The model shows how some DTV and T-government scenarios on the adoption by the citizens can be influenced by different policy strategies: switch-off date, public communication campaigns, taxes reduction.